Hilton, an iconic global brand struggling to define its character and relevance in the 21st century, following years of change in ownership, management and culture.
In 2006, the United States based Hilton Hotels Corporation purchased the Hotels division of Hilton Group plc, making the brand one again for the first time in 40 years. Shortly after this, the Blackstone Private Equity Group purchased Hilton. Following these changes, Hilton embarked on their most comprehensive research to date getting feedback from Guests, team members and the corporate world to accompany competitor research for accurate insight into how to move forward as one brand.
In late 2009 Social were awarded the global rebrand of Hilton Hotels & Resorts. Our role was to define, design and deliver a relevant, clear and purposeful new brand that aligns around a new customer-centric promise worldwide. The new brand will begin to roll out in the second half of 2011 via a proprietary global online system complete with built in brand approval built by Tag Worldwide.
The Brand Today: Over 540 Hotels worldwide. Over 75 countries. Over 90 years at the forefront of global hospitality. The largest Hotel chain in the world.
Production: Welcome to Social
Client: Hilton Hotels
Director Of Photography: Paul
Lighting Gaffer: Lee Parfitt